As we all know, the outbreak of Covid-19 just happened to catch up with the annual Spring Festival, which brought a lot of inconvenience to people's work and life, affected many people's car purchase plans, and strengthened some people's determination to buy a car. After all, in extraordinary times, the safest and most convenient way to travel is private cars. Then, with the efforts of front-line personnel from all over the country and the active cooperation of the people of the whole country, the epidemic situation has been declining for several days, some cities have even had no confirmed cases, and many enterprise stores have also applied for rework. What about the automobile sales industry? Will the 4S shops in Chengdu resume work? In order to find out, Hulu Xia decided to visit on the spot and see what the real situation was.

sales become the anchor, and friends circle becomes the second exhibition hall

Recently, people who added WeChat when going to consult and see cars, or left contact information, may have a deep understanding of the following situations. From time to time, the circle of friends can see several advertisements selling cars, and the words are particularly unified: "Stay at home and choose a car; The car source is sufficient, feel free to contact. " Even, there are many car sales that directly "switched careers" to become anchors. Although it is said that Wuling transformed to produce masks during the epidemic, it is also a manufacturing industry. This span of sales to anchors is too big. In addition, the people in the live broadcast room are counted with one hand, and few people ask questions. Basically, they talk to themselves all the time, and show the 361-degree car that they learned before in front of the camera. It can be seen that this online live broadcast of car sales is not so effective. Therefore, Huluxia also took these questions and first visited a joint venture brand 4S shop.

There are few doors, and the sales consultant is alone in the "empty city"

You need to take your temperature and register when you enter the door. There are not a few cars in front of the 4S shop, but they are basically full. But after entering the store, what you can hear is not the welcome, but the voice of the cleaning staff sweeping the floor. In such a big 4S shop, there is only one sales consultant sitting in the office area leisurely paddling a mobile phone. Judging from the facial expression, it should be playing a certain sound. It seems that the sales performance during this period should be affected by the epidemic.

During the conversation, Huluxia asked the 4S sales consultants about the reasons and effects of the anchor transformation and the auto show in the circle of friends. The salesman replied bluntly, "It didn't work, because no one saw it at all, and it was just a psychological comfort." During the time when Hulu Xia talked with the sales staff, no consumer went to the store to look at the car, and there was only one car with an accident in the after-sales area for maintenance, and basically no owner who did ordinary maintenance came. 4S stores including other brands around are basically in the same state.

The limitations of selling cars online far outweigh the effectiveness

Indeed, the "online service" promoted by major manufacturers has strong limitations, such as the late online service system can't keep up, and consumers can see and choose cars online, but they can't enjoy services such as on-site test drive or car delivery. It is difficult for terminal services that are not perfect and mature to become mainstream. Many consumers would rather wait until the end of the epidemic to choose and buy, and they are not in a hurry to buy a car online, which is a reality that all manufacturers have to face.

in this respect, it has an obvious advantage for the new force car-making enterprises that are always committed to building a brand-new model. It adopts a perfect service system, so that consumers can complete all online car selection and even customized services, and truly deliver the car to the door by swiping the mobile phone.

Having said so much confirms a conclusion that selling cars online is not that simple, so the 4S stores that are still affected by the epidemic and have not resumed work should probably make efforts in other aspects, such as doing some online preferential activities, and redeeming them at stores after the epidemic is over, so as to help the sales growth after the resumption of work. Don't always think that you can sell the car through live broadcast. To put it bluntly, how many consumers will make up their minds to pay for a car based on a few pictures, a few videos or a few introductions?

a few brand 4S stores have their own "immunity" attribute

Although many 4S stores are relatively deserted, there are still a few brands with their own "immunity" attribute, such as Dongfeng Nissan 4S store, which is obviously going to be a lot of fun. First of all, the after-sales area is full of vehicles that come for maintenance. Secondly, all the sales staff are on duty, and they are very orderly to meet the customers who come to the store. I have to sigh, it is really "drought death, waterlogging death." The whole exhibition hall is crowded, with people booking cars, looking after cars and maintaining cars. If it weren't for everyone wearing masks and cleaning staff spraying disinfectant in turn, there would really be a feeling of returning to the performance period before the New Year.

Generally speaking, through this interview, the sales industry is still greatly affected by the epidemic. Although most 4S stores have been able to receive and provide services normally, it is estimated that it will take some time to fully recover to normal operation. However, as mentioned before, many potential consumers who need to buy cars are bound to be determined to buy cars because of the impact of this epidemic. Then when the epidemic is over, this part of purchasing power will be released quickly in the next few months. If we can find the rhythm as soon as possible and seize this growth opportunity, we can make up for the lack of sales in the first half of this year.

This article comes from the author of Chejia, car home, and does not represent car home's standpoint.